Our brand believes that everyone can play a role in combating climate change. However, it can be daunting to know where to start and how it can make a difference. That’s why we decided to enhance our core products to make the climate friendlier choice an easy choice. With millions of people using our products every day, we had an opportunity to enable millions of people to see how their individual actions could amount to something bigger.

It is with this in mind that we have developed a suite of sustainability tools, surfacing sustainable options to many of life's everyday searches and queries. From eco-certified hotels to reduced emissions routes, our sustainable features aim to help people make sustainable choices. Our brief was to not just introduce these tools, but to encourage people to take action and use them.

Many people want to help combat climate change and live more sustainably, but it’s difficult to see how each individual person can really make a difference. That’s why our tools and campaign focused on the small, everyday decisions people make that when added up together, can have a big impact. With the new tools we introduced and our campaign, we helped encourage people all over Germany to make their everyday decisions a little more climate friendly. Decisions such as choosing a route with less emissions, ditching the car and picking up a shared bike to commute to class or even choosing a more eco-friendly hotel for the next family trip. So, our idea set out to rally and inspire the nation that ‘Every Decision Counts’ and together, people can make a big impact.

A brief and idea this big required us to be bold with our targeting, resisting the temptation to segment and instead reach as much of the nation as possible. We identified the barrier to behaviour change was a strong belief that people could affect little change individually. We zoned in on this problem and were determined to find a way to help people see that through our new tools; small, everyday choices, made more sustainably by millions, would add up to a big change. Our idea was ‘Every Decision Counts’ so we needed to reach people in as many decision making moments as possible to encourage them to take action. To do this, we created a suite of assets for different product functionalities and behaviours deploying them in strategic places such as heavy commuter areas, high impact OOH in major cities and targeted video for maximum reach and resonance.

On a tight 8-10 week timeline from creative lock to delivery time, we set out to ensure all aspects of our creative assets were helpful and actionable to increase impact. When producing a campaign about making more climate friendly decisions, we asked ourselves, “why don’t we walk the walk and cycle the cycle too?”. So, we made sure we did all we could to make our production climate friendly too. From shooting our films in Germany to ensuring our OOH & Online executions were done in the most climate friendly way. We made a nationwide campaign that made ⅓ less of an impact to the environment compared to an average shoot. Not bad, but of course not perfect. So we’ve turned our lessons and learnings into a guide for the industry to apply to their productions. In a country of 80 million, a whopping 60 million people saw our campaign.

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